Search staff/organisations FF Hoekstra MSc
Name FF Hoekstra MSc

Job details
DescriptionEconomic researcher seafood (fisheries & aquacultuur), -markets and -value chains
OrganizationWageningen Economic Research
Organization UnitPerformance and Impact Agrosectors
Secretarial phone+31 70 335 8330+31 70 335 8330
Phone 2
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Visiting addressPrinses Beatrixlaan 528
Prinses Beatrixlaan 528
Postal addressPostbus 29703
Regular availability
Mo Tu We Th Fr
Ancillary activities
  • Ambtsdrager (diaken) - Christelijk Gereformeerde Kerk Maranatha te 's Gravenzande
    May 2021 - May 2024

    Als diaken ben ik verantwoordelijk voor het inzamelen van de collectes en behoor ik tot de kerkenraad, dat het bestuur van deze Maranathakerk vormt.


Passion for (sea)food 

Key words: economics, fisheries, aquaculture, seafood, circularity, food, SDGs, fish byproducts, zero waste, fish processing, wholesale, new circular business models, Lean StartUp, value chains, seafood marketing, short supply chains, data analyses, innovation.


"There are far, far better things ahead than any we leave behind"? - C. S. Lewis

How to feed the world, within planetary boundaries? Food is more than a primary need from dietary perspective. People gather around food. Within Wageningen Universiry Research we daily explore the potential of nature (with food production challenges) and try to improve quality of life.

From childhood I have a passion for fish and food. As born and raised in a Dutch fishing village and agricultural region I have always been fascinated by the importance of food. In particular the dependence of food and nature. I admire the knowhow and craftmanship behind crops at land and catching the fish at sea, processing and selling the highest quality to consumers. Fish is not solely a healthy food product, but even more the most globally traded product perhaps. Seafood (fish and shellfish consumed by humans) is essential as a source of food supply and income (revenue stream) given a growing world population.

It is my dream to connect (sea)food producers and consumers by (sea)food as a healthy food product from nature. Especially, seafood next to agricultural food products could globally be a sustainable source for food supply and income from the SDGs.

Currently I support (inter)national governments and business as an economist fisheries by research projects like:
- Circular economy and -food production systems
- Business models
- Fish waste valorization
- Local (short) food supply chains
- Seafood analysis (production, processing/wholesale, consumption)
- International seafood supply chains and market studies
- Fishery economic stats: 
- Innovation and marketing lectures entepreneurs in food&agri
- Economic position Dutch fish processing industry and wholesale
- Policy support and scenario studies about landing obligation, pulse fisheries etc.
- Economic valuation of European fish quota

Expert Profile
Social media
  Geert Hoekstra on Linkedin
  Geert Hoekstra on Twitter

Publication lists


Ketenanalyse wild gevangen vis en aquacultuur, visverwerking en handel, handelsdata (import en export vis), Noordzee visserij, business model innovatie, verduurzaming, branding, circulaire economie.


MSc Marketing - Rijksuniversiteit Groningen

Marketing Management met Marketing Intelligence vakken (met o.a. conjoint analysis, conversie rate optimization, analytics, customer lifetime value, online/digital marketing met Google Adwords).

MSc Human Resource Management - Rijksuniversiteit Groningen

Thesis: Online recruitment via Social Media and employer branding.

BSc Bedrijfskunde - Rijksuniversiteit Groningen

Minor: Psychology

Master of Honours programma - Rijksuniversiteit Groningen

Het master Honours programma is speciaal ontwikkeld voor ambitieuze studenten. Het is een extra programma van 15 ECTS dat je naast je reguliere masteropleiding volgt. In de masterclasses wordt vanuit verschillende wetenschappelijke invalshoeken het thema leiderschap belicht. Leiderschapsvaardigheden staan centraal in dit eenjarig programma.



1. Seafood Value Chain Analysis (FAO)

In 2019 I have succesfully attented the course organized by the FAO about Value Chain Analyses with themes as: Circular Economy and innovation within Seafood. 

2. R programming

To learn the basics of R Statistics for programming and analyzing data.

3. Digital Marketing - NIMA

In deze mastercourse werden trainingen gegeven door vakexperts met korte assessments gedaan over de 5 thema's:
• Contentmarketing
• Search & Analytics
• CX (customer experience design)
• Social business + affiliate marketing
• Consumer Behavior

4. Lean GreenBelt - Cardiff University / Prifysgol Caerdydd

Lean Green-Belt, Projectmanagement

5. Customer journeys - Flowresulting

In een tweedaagse masterclass en een praktijkopdracht bij Rabobank gewerkt aan het optimaliseren van de customer journey bij het klantproces online financieren.

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